How do you answer that question when you meet potential prospects?
The average brain is hit with over 3000 messages promotional each day, that's 3 every waking minute! You are going to have to clearly and concisely present yourself and your business in order to cut through this competition for attention.
The saying goes "A confused mind never buys".
The trouble today is that there are so many distractions, it's difficult for your prospects to not to be confused.
Here are three simple steps you can take to ensure you not only capture attention, you engage your prospects heart and mind, stopping them in their tracks long enough for you to discover if they have a problem you can solve for them:
1) Be clear on who you are
Avoid Jargon, don't try to be clever and for goodness sake, don't waffle!
The human brain has a mechanism to deal with confusion and if you set it off all the warning bells will go off inside the prospects brain stopping them from hearing you. It will simply shut you and everything you are saying out.
Use the clearest terminology to introduce yourself - a physiotherapist, accountant, marketer, graphic designer....you can get somewhat creative...investment property consultant, senior hairstylist, website creator...but don't go OTT and ruin your chances of even being listened to.
2) Be clear on who you help
"Everyone" is not your target audience! If you think it is, you are probably suffering from a lack mentality. If you are a service provider or consultant you are exchanging your time for money and do you have the time to spend talking to "everyone"?
Think about it, who earns more per hour, the General Practitioner or the Specialist?
Clearly state who it is you help, how you help them and why you can help them. There is a big difference between needing something and wanting it...make it clear that you are there to help a specific type of person with a specific solution. If the person you are speaking to isn't your target, they can always refer you - after all word-of-mouth is the best form of advertising!
3) Have a call to action
I like to always end with "And the BEST part is..." This is the one thing I want to leave ringing in their ears, the one thing I want them to remember me for, long after we first meet. Call it your 'single minded proposition' or 'positioning statement' whatever, just make sure you give the prospect a reason for remembering you. Up to you what your 'best part' is - if you are not sure, just ask your existing clients what is is you do for them and use what they say!
Lauren Clemett is a personal brand marketing specialist, speaker, consultant and best selling author. You can find out more about really getting to Know You and clearly communicating what makes you so different to prospective clients in her new book series SELLING YOU: Know Me.